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With our Facebook Ads integration, you can add a Facebook Pixel to your registration and thank you pages and track how well your Facebook ads convert clicks into registrants.
All you need is your Facebook Pixel ID and WebinarNinja will place the pixel code on your webinar pages for you.
This feature is available with the Pro and Business plans. See all of our plans here.
Creating a Pixel
Create a Pixel in your Facebook Business Manager or your individual Facebook account.
When your Pixel is created, take note of your Pixel ID. This is all you need to set up the Pixel on your webinar pages.
Adding a Pixel to your webinar pages
From My Webinars, find the webinar for which you want to track conversions. Click Options to the right of the webinar title then click Webinar Settings.
Scroll down the page to where it says 'Enable Facebook Ad Tracking' and enter your Pixel ID into the space provided.
As an option, you can save all the changes you made here as default for all your upcoming webinars by clicking the checkbox for 'Use these settings as default for all new webinars' at the bottom of the page.
Click Save Changes and the Pixel code will be added to the registration and thank you pages of your webinar.
Tracking conversions with the Pixel
Once the Pixel is added to your webinar pages you can start tracking conversions or registrations by setting up events in your Facebook Events Manager.
While it is not an option to manually set up events to webinar pages using code, you can create custom conversions. With a custom conversion, you can track visitors to your thank you page and count them as complete registrations because the only way that somebody can land on your thank you page is if they actually registered for your webinar.
Custom conversions rely on complete or partial URLs and you can set it up so that it only tracks visitors to your thank you page. Note that the thank you page URL is unique to each registrant. You will want to define your custom conversion with a set of Rules suggested below to track complete registrations properly.
Creating a custom conversion to track complete registrations
Go to Facebook Events Manager.
Click Custom conversions in the left menu.
Click Create custom conversion.
Enter a name for your custom conversion.
Optional: Add a description.
For Data source, select the Pixel you added to your webinar pages.
For Event, select All URL traffic.
You’ll see the option to Choose a standard event for optimization. Facebook recommends that you keep the category they chose for you. If you want to choose a different category, select the one that best describes the conversion event you’re optimizing. Learn more about standard event categories in Facebook's best practices.
Define Rules to track visits only to the thank you page.
First rule: select URL and contains. On the keywords field, add your account URL to set up the custom conversion for all your webinars or the webinar ID to set it up only for an individual webinar.
Second rule: select URL and doesn’t contain. Add the keyword 'register' to ignore visits to the registration page as it does not count as complete registration.
Optional: Click to check the box next to Enter a conversion value, then enter your value. Only use this field if the events in your custom conversion don't already have a conversion value. Use whole numbers and don't include any additional characters.
Testing the Pixel
The next step is to make sure that your pixel is working correctly. You can test the pixel with the Test Events tool in the Facebook Events Manager or the Facebook Pixel Helper Chrome extension.
Facebook Test Events tool
You will need to disable any ad blockers for the Test Event tool to work properly. Learn more about it here.
Click the Test Events tab in your Events Manager.
Open your registration page in another tab. A “PageView” event will appear in Test Events within 30 seconds. This means the pixel is active on the registration page.
Register for the webinar to check the Pixel on the thank you page. Be sure to register an email address different from your WebinarNinja account email address. Another “PageView” event will appear in Test Events within 30 seconds. This means the pixel is also active on the thank you page.
Facebook Pixel Helper, Chrome extension
Learn more about the Facebook Pixel Helper here.
Follow the instructions on the Chrome store to install the extension to your browser. Once the Pixel Helper is installed a small </> icon will appear in your extensions bar. You will want to pin the extension.
Open your registration page in another tab. The </> icon will turn blue, and alert you that one or more pixels is found.
To check the Pixel on the thank you page, register for the webinar. Be sure to register an email address different from your WebinarNinja account email address. The </> icon should still appear blue and say there is one or more pixels found.
How Apple's iOS 14 release may affect the Pixel on your webinar pages
Apple requires apps in the App Store that engage in what Apple defines as “tracking” to obtain permission to “track” users across apps and websites owned by third parties for advertising and measurement purposes through its AppTrackingTransparency (ATT) framework. As a result of these requirements, advertisers running campaigns to people using iOS 14.5 or later devices may be impacted by limitations on data sharing.
Facebook’s Aggregated Event Measurement is a protocol that allows for measurement of web events from people who’ve opted out of the iOS 14 App Tracking Transparency (ATT) prompt. However, this requires that you complete domain verification which is not possible with the webinar pages we provide because they are under the WebinarNinja domain.
With that being said, you may still be able to track conversions with a Facebook Pixel on your webinar pages on WebinarNinja. However, you may see reduced delivery or reporting for people using iOS 14.5 or later devices.
As workaround to this limitation, you can create your own registration page and thank you page.
Setting up custom webinar pages
Create two pages on your website under a domain you own. One will be your custom registration page and the other will be your custom thank you page.
In your WebinarNinja account, create a registration form for your webinar and embed it onto your registration page.
Still in your WebinarNinja account, replace the thank you page of your webinar with your own.
Tracking conversions on your webinar pages
Install the Facebook Pixel to your custom pages.
On your website, set up events to measure complete registrations. Note that it is not possible to add events to the embedded registration form of the webinar. What you can do is manually install an event code to your custom thank you page, so that its visitors are tracked as complete registrations, assuming that the only way people can get to your custom thank you page is by registering for your webinar.
Go to Facebook Events Manager and configure the events you just set up to use Facebook's Aggregated Event Measurement. This way, you can measure events from people who’ve opted out of the iOS 14 App Tracking Transparency (ATT) prompt.
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